Strategy Analytics: Consumers Showing Less Interest in Autonomous Driving Systems

by Derek Viita, Kevin Nolan | Sep 15, 2016

Interest in Other Safety Systems Also Decreased from 2015

Boston, MA –
September 15, 2016 - After reaching an all-time high in 2015, consumers’ interest in autonomous driving systems has fallen in 2016, reflecting hesitance about the reliance of self-driving technology, according to a recent survey from the In-Vehicle UX (IVX) group at Strategy Analytics (    

Click here for the report:

According to the report (“Consumer Interest in Advanced Safety Features Cools in Europe and US”), consumer interest in a variety of advanced driver assistance systems (ADAS) has fallen from 2015, though willingness to pay for certain systems like blind spot detection remains strong at low price points.

Derek Viita, senior analyst and report author, commented that although advanced safety systems are spreading into more models, and media coverage of self-driving systems is becoming more widespread, “general consumer interest in many ADAS features has hit a roadblock.  Media stories of consumers complaining about (and even deactivating) features such as lane departure warning are clearly having a negative impact.”

Chris Schreiner, director of IVX, added, “Our research on autonomous parking and driving systems shows that these features are riddled with poor HMI and in some cases add minimal value for the driver.  The decrease in consumer interest for these features suggests that the word is getting out, and early implementations of these features are not meeting consumer expectations.”


About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success.


For more information about Strategy Analytics

In-Vehicle User Experience Service:  Click here

Report contacts:

US Contact: Derek Viita, +1 617 614 0772,

European Contact: Kevin Nolan, +44 (0)1908 423 614,
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